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This research article aims to analyse how online reviews influence the satisfaction level of Generation Z (Gen Z) consumers within the apparel industry by using the expectation disconfirmation theory as the analytical framework. Five hypotheses have been developed regarding the relationships between online reviews and satisfaction through literature review and were examined using partial least squares structural equation modelling (PLS-SEM). In the research article, data were gathered from 350 Gen Z consumers engaged in online shopping across three districts of Punjab. Questionnaires were distributed to the respondents in hard copy and Google Forms. The findings from this research article suggest a positive correlation between online reviews and the satisfaction level of Gen Z consumers in the apparel industry. The analysis reveals that online reviews play a significant role in influencing the online shopping of apparel.
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https://bibliotheek.ehb.be:2102/10.1386/fspc_00289_1 Published content will be available immediately after check-out or when it is released in case of a pre-order. Please make sure to be logged in to see all available purchase options.